whether through direct mail, electronic or
online promotions, or trade shows. Co-
branding marketing pieces not only offer
equipment with attractive payment op-
tions, they will make the dealer's organiza-
tion look more formidable against larger
captive competitors since it has its own
financing capability. Even the monthly
invoices can provide marketing opportu-
nities with inserts of dealership news and
offers. In addition, a good equipment fi-
nance partner will help target specific cus-
tomers to help grow the dealer's business
because this creates more customers for
financing — a true win-win partnership.
5. Commit to one finance partner.
With the right full-service finance compa-
ny, the deeper the dealer's commitment is
to the partnership, the greater the services
the dealer can receive. Generally, the credit
window becomes larger, as do the market-
ing, training and other support services.
It's also far less complicated than using
multiple financing sources and trying to
maintain relationships on multiple fronts.
6. Offer financing for small-ticket
equipment, too. Often dealers of smaller-
ticket equipment don't consider it neces-
sary to offer financing because of the small-
er price points. However, keep in mind that
customers don't finance equipment only to
avoid paying cash. They enjoy accounting,
cash flow, tax and obsolescence advantages,
among other benefits, that make financing
equipment more attractive. It also helps
solidify the relationship; lock out competi-
tors; and focus on long-term, repeatable
business.
If dealers are only selling equipment
and not bringing financing options that
will enable them to be a one-stop solu-
tion for their customers, either their cus-
tomers are going to find competitors that
do, or their competitors are going to find
those customers. Taking these steps builds
a competitive edge, so they don't.
FEATURE STORY
www.outdoorpowerequipment.com OUTDOOR POWER EQUIPMENT OCTOBER 2015 25
Mark Scardigli is vice president of sales at Marlin Business Services Corp.
(www.marlincorp.com). With more than 20 years of equipment finance
experience, he is responsible for business development and strategic
account management. Marlin is a nationwide provider of commercial
lending solutions for small- and mid-size businesses. Marlin's mission is
to offer convenient financing products while providing the highest level
of personalized customer service. Mark may be reached at MScardigli@
marlinfinance.com.
© 2015 Marlin Business Services Corp. Reprinted with permission.
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